How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.

A challenge to the designers of the world: Make signs unnecessary.

What makes something simple or complex? It's not the number of dials or controls or how many features it has: It is whether the person using the device has a good conceptual model of how it operates.

Am I an Apple bigot? No. I can critique their products and their customer service philosophy. But overall, they do better than any other player.

To me, error analysis is the sweet spot for improvement.

The best kind of design isn't necessarily an object, a space, or a structure: it's a process- dynamic and adaptable.

We expert teachers know that motivation and emotional impact are what matter.